호텔이미지와 구매의도 간의 관계 연구 -가격공정성의 조절효과- = A Study on Relation between Hotel Image and Purchasing Intention -Moderating Effect of Price Fairness-

다국어 초록 (Multilingual Abstract)

This study is aimed at analysing the influences between the overall hotel image consisted of such physical characteristics as hotel interior color, indoor lighting, background music, and indoor scent and the purchasing intention of hotel goods and service. First of all, there was analysed the influence between the overall hotel image and the purchasing intention and then after, was analysed the every influence between interior color, indoor lighting, background music, and indoor scent that consist of the factors of the physical characteristics and the purchasing intention. Lastly, there was analysed the moderating effects of the price fairness between the overall hotel images and the purchasing intention. The results are the followings. There was statistically significant effects among the overall hotel image and purchasing intention, and the interior color, the indoor lighting, the indoor scent and the purchasing intention. And there is significantly existed the moderating effects of price fairness among the overall hotel image, the background music, the indoor scent, and the purchasing intention.